The ABM Playbook: Account Tiers, Pipeline Metrics & Tactics That Actually Work | Sidney Waterfall & Sam Kuehnle

Episode notes

Most ABM programs fail before the first campaign launches — because the account list is wrong, the incentives are broken, and marketing is measuring the wrong things. In this episode, Matt Sciannella sits down with Sidney Waterfall (Head of Marketing, Open Brand) and Sam Kuehnle (VP Marketing, Loxo) — two former Refine Labs marketers now running completely different ABM motions at completely different companies — to break down what a real ABM program looks like in 2025. They cover: — How to build and tier a target account list (and why sales shouldn't do it alone) — The commission structure mistake that was silently killing 4x pipeline growth — Why Sidney refused a marketing-attributed pipeline goal — and what she tracks instead — The 80/20 LinkedIn ad strategy Loxo uses to stay visible in a crowded market — Meta ads for a 3,000-account B2B list: what happened when they tried it — How AI is actually being used inside real ABM programs right now Whether you're managing 20 strategic accounts or a universe of 200,000, this episode has something to pressure-test in your current motion.